1:1 Journeys Driving the Personalized Constituent Experience

Linnae Selinga Communica)ons  Manager  College  for  America,  SNHU    

Maggie Horikawa Email and Product Marketing Associate DonorsChoose.org @dcmaggieh

Brittany Whittemore Marke)ng  Manager  College  for  America,  SNHU    

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Who we are. What we do. How we do it.

Global Force for Good

Two Organizations

Salesforce Foundation Salesforce.or

g

Product Development & Distribution

Programs & Grants

One Model 1% Product 1% Equity 1% Time

Pledge 1%

10 Free Licenses

Deep Discounts

Two Product

Discounts

Three Areas of

Reinvestment Innovation Community Grants

Six Nonprofit Solutions

Fundraising Programs Engagement

Marketing Big Data Platform

Two Social

Sectors Nonprofit Higher Ed

$85M+ Grants

920K+ Hours

25K+ Customers

$350M+

Donated Product

Celebrating 16 Years of Giving Back

1-1-1 Model Adopted by

$85M+ Grants

1% Equity

25K+ Nonprofits & Higher Ed

1% Product

Sharethemodel.org

920K+ Service Hours

1% Time

Marketing Donors

Partners Advocates Community Employees

Board

Community

Clients Volunteers

HR ERP Payroll

The Connected Nonprofit

Analytics

System of Record

System of Intelligence

System of Engagement

Program Management Fundraising

Analytics

Market

Recruitment

Engage

GL Housing HCM SIS LMS Degree Audit

Financial Aid

Meal Plans

Payroll

Student Success

Analytics

Advancement

Prospects

Donors Faculty & Staff

Parents Corporations

Students

Alumni

The Connected Campus

System of Record

System of Intelligence

System of Engagement

DonorsChoose.org + Salesforce Marketing Cloud Maggie Horikawa, Email and Product Marketing Associate at DonorsChoose.org @dcmaggieh

About DonorsChoose.org - link

Impact to date

Testing with the Salesforce Marketing Cloud to design “brutally effective” emails

Salesforce Marketing Cloud + DonorsChoose.org •  Donor & teacher outreach •  Primary communication channel •  1.7 million donors & 600K teachers

•  SFMC: Sender Authentication, Automation Studio, Conversion Tracking

•  Nightly Sync with Salesforce

Keeping Donors in the Loop

Receipt   Special  Delivery  

Communicating with Teachers

The Power of One

A/B Test

A/B Tests (cont’d)

vs.  

Name Matching  

•  Matched  donor  to  a  teacher  with  the  same  name  

•  Tested  name  matched  teacher  against  random  teacher  match  for  customer  rela<on  purposes  

Valentine’s Day Results

•  Name match 3x effective as control •  Higher average donation •  $/email delivered higher •  No customer service complaints

Valentine’s Day (cont’d)

Birthday

Conclusion

The Power of One Personalization Testing, testing, testing

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Uncommon core: marketing in a B2B2C nonprofit college Linnae Selinga, Communications Manager, @Linnae_SP Brittany Whittemore, Student Marketing Manager College for America at Southern New Hampshire University

College for America at Southern New Hampshire University

Cost effective—only $2,500 per year per employee/student

Built for working adults

Highly applicable to the workplace

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Business-to-business marketing Reach, capture, and qualify:

•  Decision makers invested in learning and development

•  Organizations with more than 1,000 employees

•  Not competitors, media, or other stakeholders

Inbound marketing: Cutting through the noise A two-step contact form helps us gain a lot of information with minimal friction. Qualifying questions help us quickly identify priority leads, so we can use our staff wisely.

How  many  employees    are  in  your  organiza2on?  •  1,000  or  fewer:  directed  

to  a  self-­‐service  site  •  1,000  or  more:  manually  

reviewed  

What  is  your  core  industry?  •  Colleges,  consultants,  and  

policy  makers  are  routed  to  a  page  for  stakeholders  

•  Poten<al  partners  are  automa<cally  assigned  and  contacted  

Easy to build

A form builder tool makes it easy to create form fields, add custom copy, and automate completion actions. Even with more advanced features, a developer can easily tune the form.

Insightful reporting

Pardot identifies how leads arrive at the forms so we can optimize our time and spend on effective channels and campaigns.

Account  Name   Pardot  First  Referrer   Pardot  Campaign   Pardot  Form  

Indiana  Farm  Bureau  Insurance  hHp://collegeforamerica.org/workforce-­‐development-­‐through-­‐higher-­‐educa<on/   Website  Tracking  Become  a  Partner  

Seniors  Vs.  Crime   Website  Tracking  Become  a  Partner  Healthcare  Financial  Management  Associa<on  

hHp://collegeforamerica.org/blog/workforce-­‐insight/page/2/  

Healthcare  Report  2014   Healthcare  Report  2014  

Commonwealth  of  Virginia   Yahoo  search  URL  

Talent  management  panel  

Talent  Management  panel  -­‐-­‐  gated  

Crestline  Hotels  &  Resorts   Website  Tracking  Vital  Employer  Not  Found  

Business-to-student marketing

Rethinking one-to-one personalization •  Customizing nurture tracks through landing pages

•  Automating lead touches to amplify resources •  Using performance metrics to better inform future partners and personalization

Customized landing pages for one-to-one personalization

Partner  specific  forms  •  Variable  URLs  •  Automa<on  Rules  

Personal  URL  

Customized  branding  and  messaging  

Comple<on  ac<ons  to    trigger  customized  •  Drip  campaigns  •  Recruitment  tracks  

Automating lead touches to amplify resources

Landing Page Application

Customized nurture track using drip campaigns and landing pages

CfA

Apply

Anthem    (tradi<onal  model)  

Partners  HealthCare  (partner  specific  model)  

CfA

New Process

Apply =  Landing  Page  +  Drip  Campaign   =  Landing  Page  

New Process

Using metrics helps us find holes and optimize landing pages for future personalization

Apply

Form  op2miza2on  “What  do  I  do  now?”  

Drip  Campaign  Results:  72%  open  

63%  click  through  

Low  submit  rates  15%  submissions  35%  average  

Rethinking one-to-one personalization

Rethinking one-to-one marketing to create

larger cohorts to market to while still offering

personalized experience.

Customizing landing page, nurture tracks, and

drip campaigns

Using performance metrics to optimize

recruitment funnels and better inform future

campaigns

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Questions?

CollegeForAmerica.org DonorsChoose.org